The English Premier League finds itself in unchartered territory. It must be humble.

Ordinarily, English football and humility go together like Kyle Walker and a coronavirus lockdown. They are uneasy bedfellows.

The EPL does bombastic. The EPL is the world's greatest league, according to the EPL. There's no time for losers, or subtlety, inside the inflated bubble.

It's bigger. It's better. And it's back. Or at least, it will be if the second wave doesn't strike the British Isles with the same deadly magnitude as the first.

Thanks to the terms dictated in those expensive TV contracts, the EPL needs to be the centre of attention at a time when it should be anything but.

Currently, our TV screens are a dispiriting mix of pandemic graphs and protesters lying on their stomachs in America's angriest cities.

At some point, these harrowing images must morph into Sadio Mane losing a fullback or Sergio Aguero slipping one into the bottom corner.

The EPL has to make that transition sensitively and modestly or risk a PR disaster.

Let's not kid ourselves here. The six-week overdose of 92 EPL fixtures, supposedly stretching across every day of the week and in every available time-slot, primarily feeds the financial beast.